John Foley - Global Channel Partners Summit 2012
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  • Description we provided: John will provide strategies and tactics that attendees can implement to incorporate social media into their sales process. John will discuss finding and connecting with prospects online, providing relevant content, and generating leads & sales.
  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • It’s more than just having a Facebook page.It’s more than just being on Twitter.It’s more than just knowing how to watch videos of cute kittens on YouTube.Social Media can mean business for you!How people communicate, Target like-minded prospects, Communicate with customers
  • What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..

Transcript

  • 1. Presentation Information  Presentation Title: How Social Media Works in Channel Sales  Subject Matter: John will provide strategies and tactics that attendees can implement to incorporate social media into their sales process. John will discuss finding and connecting with prospects online, providing relevant content, and generating leads & sales.  Date: Monday, October 8th  Time: 4:00 PM to 5:00 PM  Location: Booth #4461  Audience: Marketing, Sales, Management, Executives
  • 2. How Social Media Works for the Channel By John Foley, Jr. CEO, Grow Socially and interlinkONE
  • 3. First… THANK YOU! • For Being Here! • For Being Willing to Learn and Engage! • For Liking My Boston Accent!
  • 4. Today’s Overview • Brief Introduction • The Marketing Landscape • How You Can Find Social Media Success • Final Thoughts and Questions
  • 5. Brief Introduction
  • 6. • Grow Socially, Inc. – Online Marketing/Social Media – Website Design & Hosting – Email Marketing – Booth 1072 • interlinkONE – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all activities – Booth 1071 Intro: John Foley, Jr. I love Mar(H)keting!
  • 7. Accolades • Jetsetter Status on FourSquare • Ranked #16 as a Top CMO on Twitter in 2012 • 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category • One of the 50 most influential people in Sales Lead Management by SLMA in 2012
  • 8. Printers - Business Transformation Mailers, Fulfillment Providers - Business Transformation All Businesses - Untethered Marketing The Books
  • 9. The Marketing Landscape
  • 10. Communications Today • “Kitchen Table Effect” • Generational Differences
  • 11. Online Marketing Statistics NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.com 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! 955 Million Users on Facebook
  • 12. But Wait!!! • All of the statistics and charts in the world do not really mean anything unless you can turn them into business. • Social media success starts here ---> Understand Inbound Marketing.
  • 13. Inbound Marketing is a Game-Changer! http://en.wikipedia.org/wiki/Inbound_marketing “Inbound marketing is a strategy that focuses on attracting prospective customers by offering useful information.” Social media is a huge part of inbound marketing!
  • 14. Content: Essential to Inbound/Social Efforts Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
  • 15. When Done Right, These Efforts Drive INQUIRIES!
  • 16. Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com Copyright © 2012 Grow Socially, Inc. All Rights Reserved. $ Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Get Noticed Engage and Nurture Inquiries Engage and Nurture Action – Publish – Engage– Converse – Share Stories, Information, Social Media posts Blogging Analytics Content Management SEO Start with MKTG Plan Product? Service? Asset? Qualified and Budgeted Buyers
  • 17. Let’s Get the Big Question Out of the Way: • Can social media and inbound marketing actually work for Channel Sales? • The answer is YES – Here are three reasons why that’s true…
  • 18. Reason #1 • Social media works best when people connect directly around topics they are passionate about. … Channel Relationships are often on focused on specific areas. People are often passionately looking for answers & solutions about those items.
  • 19. Reason #2 • Social Media communities thrive around joint-learning versus overt sales pitches. … Channel partners have insight. They also have an independence that provides both authority and authenticity.
  • 20. Reason #3 • Social Media success is often connected to positioning oneself as a thought- leader. …Channel partners know their niche and know their clients! They can deliver the right information at the right time.
  • 21. Example: • “VMware sees a huge opportunity with social networks. Our partners know better than anyone the substantial savings end- users get from leveraging VMware’s offerings, so the more they are out talking about the success they’ve had and answering people’s questions, the better it is for everyone.” Lisa Caratozzolo, Partner Communications Manager, VMWare
  • 22. How This Process Can Work • Content is provided to channel partners on an ongoing basis (some created by partner). • Partners push content to their social networks, as if they had written it themselves. • Partners follow up on the discussions that ensue. Image Credit: http://socialmediab2b.com/2012/02/b2b-social-media-channel-partners/
  • 23. How YOU Can Find Social Media Success
  • 24. Social Media Provides Opportunities For: • Community Building & Relationships • Conversation • Networking • Marketing • Customer Service • Delivering Immediate Information
  • 25. Steps to Social Media Success • Create a Strategy (PLAN) • EXECUTE • Measure Remember Execution TRUMPS Strategy
  • 26. Plan! Strategy before Tactics!  Step 1: Describe the Business, Service, Solution  Step 2: Business, Service, Solution Goal  Step 3: Where Is the Audience Cyclically?  Step 4: How Does the Audience Use Social Media?  Step 5: The Key Words  Step 6: How Will You Humanize the Brand  Step 7: Content Resource and Distribution Strategy  Step 8: How Will You Measure Success?
  • 27. Key Social Media Element: Content • Use social media as more than a place to post Press Releases…. • Rather, serve up relevant content that can help your audience find answers to their questions!
  • 28. Content Resource Library Visit Resources Daily Pull Content Make Links Measurable Push Content Out Content Distribution Strategy • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms. Content A Content B Content C
  • 29. The “Key” Words Apple = Innovation iPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida, Roller Coasters, etc. Disney = Magic
  • 30. Humanize Your Brand
  • 31. How to Measure Success? • How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic – Show me the money
  • 32. Tools for Measuring Effectiveness • Link Shorteners – iLink.Me • Website Traffic – Google Analytics • Insights – LinkedIn, Facebook, Twitter, YouTube • Listening Tools – Viral Heat, Radian6, Google Alerts
  • 33. Next: Specific Business Building Tips • LinkedIn • Facebook • Twitter • YouTube
  • 34. LinkedIn Overview • A business-oriented social networking site • Provides opportunities to position you as a thought- leader • Contains a number of under-utilized features!
  • 35. LinkedIn Tip: Update your Status Daily!
  • 36. LinkedIn Tip: Complete Your Profile
  • 37. Facebook Overview • The most popular social network by far • Continues to evolve into a place where both personal and professional success can be found.
  • 38. Facebook Tip: Personal and Professional Content
  • 39. Twitter Overview • Continues to grow as a tremendous way to share content and to engage with others. • Features such as Search and Lists provide learning opportunities!
  • 40. Use Twitter to Spread the Word
  • 41. Twitter Tip: Engage & Connect! • Find your audience in #PrintChat, #FuturePrint, and more. • Share info to become a thought- leader!
  • 42. Tip: FollowerWonk.com to Find People
  • 43. YouTube Overview • Allows you to share videos that highlight you what you offer – products, services, and knowledge. • It’s also the world’s #2 search engine!
  • 44. YouTube: Tips for Success • Discuss topics that you are an expert on… and that your audience is looking for answers on. Be consistent!
  • 45. 1. Find your Audience / Build your network 2. Engage with the network you have built 3. Be consistent 4. Track and analyze Four Fundamentals of all Networks
  • 46. Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of services, generate leads Post once a day; Custom Tab for demo registration Twitter company page Become a thought leader, provide support Post multiple times daily; share marketing- related news; active listening YouTube Profile Humanize brand; create demand Film weekly video of employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio work
  • 47. Be Committed • Social Media often requires daily attention • Prioritize: RELEVANT Content creation, listening, & engaging! • Measure & Adjust
  • 48. Final Thoughts and Questions
  • 49. Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail - Monthly Newsletter This Takes Planning: Calendar #1
  • 50. Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail - Monthly Newsletter Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures This Takes Planning: Calendar #2
  • 51. Wrap Up • Start with a Plan & Strategy • Find, Create, and Share Content that is Relevant to your Audience. • Be Ready to Follow-up! • Measure the Results!
  • 52. Action Items: #1 • Social Media: Strategize, Plan, and Align Tactics with your Goals.
  • 53. Action Items: #2 • Spend time finding your audience across various social networks --- and start engaging.
  • 54. Action Items: #3 • Devote time to creating content, sharing, and measuring its effectiveness.
  • 55. Action Items: #4 • Don’t Wait… Get Started TODAY!
  • 56. Resources for You • Free White Paper on Inbound Marketing! http://InboundMarketingWhitePaper.com
  • 57. Q & A / Contact Me!: http://ilink.me/JR iFlyMobi.com QR Code
  • 58. Thank You! Visit us at Booth 1071 and 1072!